Tennessee males, age 21-34, have a lot of excuses for not wearing their seatbelt. And none of them are very good. “Excuses” is a confession-style campaign that presents some of the most common excuses — as heard by the Tennessee Department of Transportation — and then immediately disproves them with common sense and subtle humor. Sometimes we don’t know how ridiculous we sound until we say things out loud. This spot forced our target audience see and hear themselves loud and clear.